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In St. Louis, three web managers/editors from local TV, radio and print media outlets discussed how to create web- and social-friendly content. At this Community Service Public Relations Council (CSPRC) luncheon, the media panelists explained what kind of information they sought for their websites, how they integrated social media, and how nonprofits (and others) could best work with them.

The panelists were:

Kelsey Proud, web producer, St. Louis Public Radio, 90.7 KWMU, University of Missouri St. Louis

After a brief introduction, the panelists talked about how journalism has changed in this digital world, and how public relations professionals could help make their jobs easier.

In the early digital days, there was insistence (in broadcast media) that they must break the news on-air first. That notion is gone. Today, breaking news happens online, followed by a more in-depth vetted story on-air.

The biggest change of all is that content is now shared across the various platforms. Radio is no longer just audio, TV is no longer just video and, of course, newspapers / magazines are no longer just print. I like the line one TV station GM used a while back about no longer being a TV station “but rather we are a local news organization that is platform agnostic.”

Some of the panelists’ tips that I found noteworthy for PR pros:

Everything needs to be interactive to get the best user experience.

Every journalist is now a ‘one-man-band.” For example, radio reporters are learning how to utilize images and/or video to get better exposure.

Press releases are still the number one way to share a story with them. Kelsey says, “No matter how much we complain, we ARE grateful for press releases.”

Even though they just stated that content is cross-platform shared, a good TV story still needs to be very visual. Even for radio, online is visual so include image(s).

Your press release should point to the organization’s online newsroom for background information and additional details. NOTE: Keep the online newsroom up-to-date! Jill said her pet peeve is “getting a release, going to the website only to find the last press release was posted over a year ago.”

Include links to organization, event, social media profiles, and images.

Do NOT include cute graphics, or attach Word documents or hi-res images. Most won’t open them, and sometimes their email system strips them out so they’ll never see them anyway. Instead, provide links to your online photo gallery—low res images are just fine for the web.

Keep the information straight-forward. Greg says they have no time for “flowery language.”

Finally, yes, it’s okay to alert a journalist to a story via Twitter—just not incessantly.

While none of this advice is revolutionary, I believe it’s important to periodically hear it “from the horse’s mouth.”

PR pros, please share any feedback you’ve received from members of the media. Or, if you are a journalist, please share how your job has changed in the digital era, and what we, as PR pros, can do to make it easier.